SMX Advanced - Writing Killer PPC Copy
This morning is the start of SMX Advanced 2009 in Seattle, and it’s off to a great start! The 1st session on the Paid Search Track focused on Writing Killer Ad Copy. With so few characters available in PPC ad copy, your ads have to stand out over the competition.
This session provided some great tips and new ways to think about ad copy. Advertisers are only given 130 characters (including the display URL) to tell searchers about their products and services, so being inventive and compelling is key to PPC success.
One of the many great examples given was for medical reminder or pill box products. Instead of using generic ad copy to state the product offered, this session suggested testing ad copy that pulls on searchers heart strings by mentioning how buying a medical reminder pill box will help you to take charge of your health and provides a healthier lifestyle for your family. Also, remember who you are targeting: are you targeting adults that are buying the pill boxes for their parents, or seniors themselves buying a pill box to remind them what pills to take on specific days?
Something that we always promote at Off Madison Ave is testing. Testing multiple messages to determine which messaging resonates best with searchers will help to continually optimize a paid search campaign.
More to come on Mythbusting PPC Urban Legends, Match Types and more.
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